Ferrari launched its first-ever electric vehicle, the Luce, on May 25, 2026, marking its initial entry into the luxury EV market [1, 2, 3, 4]. The Luce is a four-door, five-seat electric car priced at around 550,000 euros (approximately $626,000 to $640,000), targeting wealthy clients seeking a high-end performance EV [1, 2, 3].
The vehicle's design was led by former Apple design chief Jony Ive and designer Marc Newson. It features a polarizing and unconventional styling that has sparked mixed opinions among the public [1, 2, 3, 4]. Despite this, Ferrari set a conservative sales target of just under 500 Luce units for all of 2026 [1, 2, 3, 4].
Within less than two months of the launch, Ferrari met this target, selling nearly 500 Luce cars by late July 2026 [1, 2, 3, 4]. At least 20% of these sales came from the Chinese market, where demand was strong despite some resistance to the car's aesthetic. The Luce carries a starting price in China of about 4.25 million RMB, appealing to affluent Chinese consumers [2, 4].
Ferrari CEO Benedetto Vigna expressed satisfaction with the launch, stating on July 30, "I would not change anything in the launch of Luce. We are very pleased about what has been done," even amid initial criticism and a dip in Ferrari’s stock [3]. Ferrari sold 13,640 vehicles across all models in 2025, demonstrating a strong luxury customer base to support its EV rollout [2, 3].
Reports indicate that Ferrari’s order books for the Luce and other models are full through 2027, reflecting sustained buyer interest [3].
